Impact of firm/customer innovativeness and identification on customer value co-creation, happiness and satisfaction

Zohra Ghali, Raouf Ahmad Rather, Rabab Ali Abumalloh, Zahed Ghaderi, Muhammad Zahid Nawaz, Amir Zaib Abbasi and Dhouha Jaziri

Technology in Society, 2024, vol. 78, issue C

Abstract: Although, the growing insights of innovativeness, customer-brand-identification (CBI), or value co-creation (VCC) in destination/tourism and health service-contexts, limited remains recognized regarding the interface of these and related factors in luxury hotel-brand-contexts. Drawing on service-dominant-logic and social-identity-theory informed perspectives; we suggest and test a model that investigates the interface between firm-innovativeness (FIN), customer-innovativeness (CIN), CBI, VCC, customer-satisfaction and happiness with luxury-hotel-brands. A sample of 326 hotel-customers was analyzed by deploying PSL-SEM-based transmittal-mediation-analysis. Findings first exposed that FIN have a significant/positive effect on VCC and CBI. Second, our results corroborated CBI's positive impact on VCC. Third, results uncovered CIN's significant influence on VCC and CBI. Fourth, findings discovered VCC's positive influence on satisfaction and happiness. Finally, findings showed FIN's, CBI's, and CIN's indirect effect on satisfaction and happiness mediated through VCC. The study contributes existing-knowledge and facilitates hotel-marketers to best stimulate firm/customer innovativeness-based VCC, satisfaction and happiness, thus offers important implications.

Keywords: Value co-creation; Firm innovativeness; Customer innovativeness; Customer brand identification; Service-dominant-logic; Luxury hotel brands (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:eee:teinso:v:78:y:2024:i:c:s0160791x24001878

DOI: 10.1016/j.techsoc.2024.102639

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